Publication

Abstract : The retail industry in India is poised to grow at faster rate to reach USD 31,880.8 billion by 2023 & India’s apparel market will be worth $59.3 billion in 2022, making it the sixth-largest in the world (McKinsey’s Fashion Scope, 2019). The apparel business in India is still largely “unorganised,” with formal retail accounting for just 35 percent of sales. Its share is likely to reach around 45 percent by 2025. This study on Consumer Buying Behavior in Fashion Retailing which is specifically focused on Men’s Fashion Apparels is an attempt by the researchers to understand the type of fashion apparels men buy & the preference for branded or unbranded fashion apparel. Efforts have also been made to understand the product attributes, price attributes and promotion attributes involved in the decision making & whether there is any significant relationship between demographic variables & buying behavior.